UCLA Computer Science Alumna and Taboola Executive Helps Lead Global AI Efforts to Empower Digital Media

For Ning Ning Yu M.S. ’84, technology only matters if it solves a meaningful problem. Over a career spanning more than four decades, she has held senior leadership roles at seven startups, including one that was acquired by Taboola — a publicly traded advertising and technology company. 

Yu’s work has ranged from early wireless networking to enterprise software, digital media and, more recently, global artificial intelligence platforms aimed at supporting digital media and quality journalism in both Los Angeles and her native Taiwan.

Born and raised in a traditional Taiwanese family, where education and integrity are highly valued, Yu was nonetheless never pushed by her parents to follow a particular career path. This instilled in her the confidence to take risks and view failure as part of the learning process. 

From a young age, Yu was interested in math, drawn to problem-solving and puzzles. She chose math for her major at National Taiwan University just as Taiwan was becoming an emerging tech market in the 1980s, which sparked her interest in exploring an advanced degree in tech abroad with her family’s support.

She chose the UCLA Samueli School of Engineering for her master’s degree in computer science, drawn by the program’s reputation and the school’s location in the heart of California’s growing tech sector. The transition from Taiwan’s more exam-focused education system to UCLA’s hands-on, problem-solving curriculum was a little jarring at first.

“It took a little time to adjust, especially communicating in English and being more vocal in class,” Yu said. “But in some ways, it came naturally. I’ve always been the type to ask ‘why’ and question the rules, even as a kid. That curiosity really helped me thrive.”

Yu managed to pick up her technical skills, applying them to real-world projects, and expand her perspective working with classmates from around the globe. She gained leadership experience as a teaching assistant and project lead, while building a network through UCLA that helped open early career opportunities.

“Dream big, build boldly, and lead with purpose,” said Ning Ning Yu. “Your ideas can have worldwide impact, so connect with people from different cultures and look beyond your immediate circle.”

“My time at UCLA really shaped me,” Yu said. “Looking back, UCLA not only taught me to code, it gave me the mindset and confidence to dive into startups and innovation.” Inspired by her own experience, Yu has stayed connected with her alma mater through the UCLA Computer Science Alumni Advisory Board and mentored engineering students.

After graduating from UCLA, Yu launched her career as an engineer in the 1990s, working on foundational wireless networking technologies. Over the next 15 years, Yu worked as an executive at seven startups, including Ask Jeeves, Thinque and Sendia, across sectors ranging from early wireless data infrastructure to enterprise software and digital media. Each venture taught her something new, and she learned to listen to her customers closely and adapt quickly.

“I learned not to fall in love with tech for its own sake as I realized that technology only matters if it solves a real user need,” Yu said. “Sometimes customers don’t want fancy features; they want something simple that works.”

In 2008, Yu joined Perfect Market — a startup founded by Bill Gross at Idealab — as vice president of engineering, where she helped lead the company’s product development and growth until its 2014 acquisition by Taboola, headquartered in New York. As vice president of research and development based in Los Angeles, Yu led the local product and engineering team and helped integrate Perfect Market into Taboola’s operations. In 2021, she helped establish Taboola’s first research and development center in Taiwan, extending the firm’s engineering reach across Asia.

One of her proudest accomplishments at the company is Taboola Newsroom, a data-driven platform for publishers that she built with her LA team. Using AI, analytics and multivariate testing, the platform provides editors real-time insights on trending topics, headline performance and audience-engagement strategies. It now includes a generative AI assistant to help journalists strategize content creation. 

Yu’s team has also built generative-AI tools for advertisers, including ‘Abby,’ which produces ad copy, headlines and video assets. Looking ahead, she expects AI to become increasingly integrated into personalized web experiences for publishers and businesses of all sizes.

Throughout her career, Yu’s leadership philosophy has stayed constant: leading with vision, courage and empowerment — vision for pursuing big ideas, courage for breaking barriers and facing challenges directly, and empowerment for lifting others along the way.

“If the belief that anything is possible lives on in the people I’ve worked with, that would be the legacy I’m proudest of,” Yu said.

For those thinking of pursuing careers in computer science, AI and product engineering, Yu recommends a focus on fundamentals and core skills, as well as staying curious, taking initiative and broadening perspectives.

“Dream big, build boldly, and lead with purpose,” Yu said. “Your ideas can have worldwide impact, so connect with people from different cultures and look beyond your immediate circle. And remember, great tech is built by great teams. Communication, empathy and ethical thinking matter just as much as code.”